The high costs of … low-lifes.

I'm sorry to be the lone East-coast staffer who missed yesterday's premiere of Robert Greenwald's new doc, "Wal-Mart: The High Cost of Low Price." I got caught up with apartment-hunting in DC.

I'm especially sorry now that I learn there was, in the words of the New York Times' Michael Barbaro, a "fracas" at the screening:

Wal-Mart Stores came to Manhattan last night for a peek at a movie about itself. But before it got the chance, a Wal-Mart consultant was told to leave the theater after the director accused him of trying to secretly record the film.

Minutes into the premier of the film, "Wal-Mart: The High Cost of Low Price," the director, Robert Greenwald, said he spotted the consultant pointing his open cellphone toward the screen. A confrontation ensued in the lobby. "Get out of here," Mr. Greenwald yelled, according to the director and a Wal-Mart spokeswoman. "This is a disgrace."

The incident is the latest chapter in escalating public relations battle between Wal-Mart and its critics. The retailer has set up a rapid response war room in Arkansas to monitor its critics, and sent media specialists to Manhattan as part of the effort.

Rick Jacobs, the chairman of Brave New Films, which is distributing the film, said he was considering filing charges against Wal-Mart and the consultant for attempted piracy. "You can't just go in and record a movie," Mr. Jacobs said. "Wal-Mart should know. They are the largest seller of DVD's in the country."